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Bungatang & Reynel, Golden Ratio of Marketing and Applied Psychology of Business, Vol.1, Issue.
2 (2021)
https://doi.org/10.52970/grmapb.v1i2.102
Website: https://goldenratio.id/index.php/grmapb ISSN [Online]: 2776-6349
MARKETING | RESEARCH ARTICLE
The Effect of Service Quality Elements on

Customer Satisfaction
B. Bungatang1*, R. Reynel 2
1
Department of Management, Sekolah Tinggi Ilmu Ekonomi Makassar (STIEM) Bongaya, Makassar,
Indonesia. Email: bungatang@stiem-bongaya.ac.id
2
Magister Student of Program Pascasarjana, Sekolah Tinggi Ilmu Ekonomi Makassar (STIEM)
Bongaya, Makassar, Indonesia. Email: anhierey@gmail.com
Abstract: The research objective was to determine and analyze the influence of the physical
evidence of service quality, caring, responsiveness, reliability, and guaranteeing customer
satisfaction at the PT. Pegadaian Watansoppeng branch. Research carried out explanatory
research and survey methods. The study population is new clients served PT. Pegadaian
Received: May 10, 2021 Watansoppeng Branch Company. The samples were taken using purposive sampling and
Revised: June 15, 2021
obtained 100 samples. This research's data analysis methods are descriptive analysis with Linear
Accepted: June 28, 2021
Regression calculation, where the independent variables consist of physical evidence, concern,
*Corresponding author: Bungatang,
responsibility, reliability, assurance, dependent variable satisfaction customer. The results of
Department of Management, Sekolah studies using multiple linear regression analysis showed that service quality dimensions
Tinggi Ilmu Ekonomi Makassar (STIEM) significantly influence customer satisfaction. As for the t-test is known that a significant level for
Bongaya, Makassar, Indonesia each variable that is physical evidence = 0.658, concern = 0.002, responsiveness = 0.338, reliability
= 0.000, and assurance = 1.239. From these results, two variables can prove the second hypothesis
E-mail: bungatang@stiem-bongaya.ac.id suggesting that the physical evidence of service quality dimensions, concern, responsiveness,
reliability, and guarantees the dominant influence on customer satisfaction at the PT. Pegadaian
Watansoppeng branch of the variable of concern and reliability and three other variables that
physical evidence, responsiveness, and assurance are not acceptable or not truth.
Keywords: Tangible, Empathy, Responsiveness, Reliability, Assurance, Customer Satisfaction.

JEL Classification Code: M0, M02, M12
1. INTRODUCTION
The PT. Pegadaian was first born in Sukabumi in 1901 during the Dutch colonial era. Since the
beginning of independence, PT. Pegadaian has been managed by the Government and has changed
status several times, namely as a State Company (PN) since January 1/1961, then based on Government
Regulation Number 7 (seven) and based on Government Regulation 10/1990, which was updated
with Government Regulation 103/2000 changed to an until now. Now the age of PT. Pegadaian has
reached 110 years. As the only institution that has always been consistent and loyal to the economic
empowerment of the small people, at PT. Pegadaian will continually strengthen that image, namely
"Providing financial solutions for middle and lower economic class people who need fast funds. PT.
Pegadaian today has turned into a place where people get liquidity solutions. Customers who
experience financial problems, both traders, employees, homemakers, and entrepreneurs, get the
correct answer because the procedure is easy, the service is fast, the cost is relatively cheap, and the
repayments are flexible. Goods that can be pawned are also increasingly diverse, ranging from electronic
goods, gold jewelry, precious metals, motorized vehicles, and vehicle ownership certificates (BPKB).
The wider community is increasingly getting to know PT. Pegadaian is a company close to small people
as a company engaged in financial services, PT. Pegadaian, which has enjoyed a monopoly in pawn
services, has begun to face various threats due to increasingly fierce competition in the financial services
sector. The birth of the Anti-Monopoly Law has led to the growth of different financial institutions
that offer pawn services using Sharia terms. For example, BRI Syariah, Mandiri Syariah, Danamon
Syariah, and the existence of gold shops that open pawn practices and the proliferation of unsecured
2021 The Author(s). This open-access article is distributed under a Creative Commons Attribution Page 107 of 118
(CC-BY) 4.0 license.
Bungatang & Reynel, Golden Ratio of Marketing and Applied Psychology of Business, Vol.1, Issue. 2 (2021)
credit products as an alternative solution to people's funding needs. PT. Pegadaian constantly
innovates in providing services to satisfy the needs of its customers. A company that cannot fulfill its
customers in the current competitive situation will be abandoned by its customers. PT. Pegadaian
customers will feel satisfied or dissatisfied with the service during the transaction process. Therefore,
intensive strategies and handling are needed so that the financial assistance provided can satisfy
customers. The quality of service to customers plays a significant role in marketing for all products or
services, and even service quality can create a compelling differentiator compared to other companies.
For service companies, services that can satisfy customers are essential so that the financial assistance
provided continue to lead the market. Customer loyalty will be formed due to the excellent standard of
service applied by all employees so that the perception of belief is not to employees but the company—
every office of PT. Pegadaian employee also functions as a company marketer who must be able to carry
out personal branding. Employees must be able to make the company gain customer trust and maintain
customer loyalty to ensure the company's future.
Service quality is one of the essential attributes in financial services companies apart from the need
for security issues and price. According to Heikkilä et al. 2017; Heikkilä et al., 2017, five dimensions are
relevant to explaining service quality; known as the model SERVQUAL is Reliability, Responsibility,
Assurance, Empathy, and Tangibles. For PT. Pegadaian, these five dimensions of service quality have
been used as a reference for marketing strategies implemented by the company. They are the primary
key to increasing customer satisfaction which ultimately leads to customer loyalty. On that basis,
researchers are interested in proving whether satisfied and loyal customers will build a more substantial
customer base for PT. Pegadaian.
2. Literature Review
Services quality, according to, e.g., Mashur et al. (2019); Santos de Oliveira & Caetano (2019); Zhu
et al. (2020), are all economic activities whose results are not products in physical form or construction.
These are usually consumed simultaneously as they are produced and can provide added value (such as
convenience, entertainment, health, and pleasure) or solve problems faced by service users/consumers.
In line with the above definition, Kotler et al. (1993) argue that service is any action or performance
offered by one party to another, which does not materialize and does not result in anything. The
production of services can be related to physical or vice versa. According to service is the provision of
an invisible performance or action from one party to another. In general, the production of services will
be consumed simultaneously, where there will be interactions between services and service recipients
that can affect the results of these services (Babu et al., 2020; Luo & Chea, 2018). Services have four
main characteristics that greatly influence the design of marketing programs, namely intangibility,
inseparability, variability, and perishability. Assessment of service quality occurs during providing these
services (Kitapci et al., 2014; Lo Liang Kheng, 2010). Every contact that happens between service
providers and consumers is an illustration of their opportunities to satisfy or not satisfy their customers.
Quality must start from customer needs and end in consumer perceptions (Kotler, 2000). It means that
a good quality image is not based on the service provider's point of view or perception but the
consumer's point of view or perception. The consumer consumes and enjoys the company's services,
so the customer should determine the quality of the service (Indahingwati et al., 2019).
Experience quality is a quality that consumers can only evaluate after buying or experiencing the
service. At the same time, credence quality is a quality that is difficult for customers to assess, even
though they have consumed a service, such as the quality of heart surgery (Haming et al., 2019). The
difference between experience quality and credence quality is very subjective, for someone to judge the
quality of car repair services, even though he has repaired it through a particular workshop (credence
quality). As for others, he can feel the change or difference in service quality after taking the car to the
repair shop (experience quality) (Corredor & Goñi, 2011; Duarte & e Silva, 2020). In general, extrinsic
cues indicate service quality if there is no adequate information on intrinsic cues. In the context of
evaluating the quality of products and services, it has been agreed that expectations have a significant
role as a standard of comparison in evaluating quality and satisfaction. Consumer expectations are
consumer beliefs before trying or buying a product used as a standard or reference in assessing the
product's performance (Chatterjee & Mandal, 2020; Haiyun et al., 2021). This expectation is formed
from his experience of consuming the service at that time, information from friends, family, and others,
and his needs. It can be measured from the level of customer satisfaction to prove whether the quality
of service is good or not. Service quality is a good level of quality by customer expectations. Based on
this definition, service quality can be realized by fulfilling customer needs and desires and the accuracy
of delivery to balance customer expectations (Hasan & Putra, 2018).
Measuring the gap between consumer expectations and perceptions about services is something
that big companies routinely do as feedback to measure quality and make corrections if the quality is
not satisfactory to consumers (Arora & Chakraborty, 2021; Tyce, 2020). Many service companies
provide a list of questions to their customers to determine whether all the services provided are
satisfactory and by consumer expectations. Many models can be used to analyze service quality. The
choice of a model depends on the purpose of the analysis, the type of company, and the market
situation. In research conducted by Parasuraman et al. (1994), it was concluded that there are five main
dimensions in measuring service quality, namely: Reliability, Responsiveness, Assurance,
Care/attention, and Physical Appearance. The Service Quality model was further developed by
Parasuraman, Zeithami, and Berry (1994) in a series of their research based on the assumption that
consumers compare service performance on relevant attributes with ideal/perfect standards. If the
service performance matches or exceeds the norm, the perception of the overall service quality will be
positive and vice versa. In other words, this model analyzes the gap between two main variables, namely
the expected service and the perceived service.
The service quality measurement in the SERVQUAL model is based on a multi-item scale designed
to measure customer expectations and perceptions and the gap between the two on the five main
dimensions of service quality: reliability, responsiveness, certainty, and attention physical appearance.
The five main dimensions are translated into 22 detailed attributes for the expectation and perception
variables, arranged in statements and scoring based on a Likert scale from 1 (strongly disagree) to 7
(strongly agree). Evaluation of service quality using the SERVQUAL model includes the difference
between the values assigned by customers for each statement related to expectations and perceptions
(services received by customers). The Servqual score for each account can be calculated based on the
following formula (Dodds et al., 1991; Zeithaml et al., 2002).
SERVQUAL score = Perception score – Hope Score
Consumer satisfaction with a service compares his perception of the service received and his
expectations before using the service. If the expectations are exceeded, the service has provided a very
high satisfaction (delighted) (Akob et al., 2021; Javed & Wu, 2020; Nguyen et al., 2019). Conversely, if
the expectations are not achieved, the quality of the service does not meet what it wants, or the company
fails to serve its customers. If the expectations are the same as those obtained, the consumer is satisfied
(Simanjuntak, 2021; Simanjuntak & Putra, 2021). Satisfaction is the level of one's feelings after
comparing the perceived performance (results) with his expectations. Therefore, the level of satisfaction
is a function of the difference between perceived performance and expectations. Buyers will buy from
companies that they believe offer high customer value (Irwansyah et al., 2019; Kadir, 2018).
Furthermore, Philip Kotler & Keller (2009)states the total customer value and total customer cost. Real
customer value is the set of benefits that customers expect from a particular product or service. Total
customer cost is the set of costs incurred to evaluate, obtain, use and manufacture a product or service.
The creation of customer satisfaction can provide several benefits, including harmonious relationships
between companies and customers, providing a sound basis for repeat purchases, creating customer
loyalty, and providing word of mouth recommendations that are profitable for the company (Cronin
& Taylor, 1992; Zehir & Narcıkara, 2016). Providing service quality to increase customer satisfaction
in a company will be influenced by several factors such as reliability, responsiveness, certainty, empathy,
and physical form. (1) Reliability.
Anderson & Srinivasan (2003) e-satisfaction is a gratuity from customers from previous real
purchasing experience with individual electronic trading companies. This can be related to customer
emotions, such as feeling happy. Satisfaction, trust, return visit intention, repurchase intention, and
loyalty have all been outlined due to positive customer experience (Randall et al., 2017) and (Haming
et al., 2019). Ranjbarian et al. (2012) Classify five main dimensions that influence e-satisfaction:
Convenience, Merchandising, and more valuable information are available online to produce better
purchasing decisions and higher levels of e-satisfaction, Site design, Security, and Serviceability. Loyalty
is built by consumer experience. Oliver (1999) defines customer loyalty as a firm commitment to buy
back preferred products or services consistently in the future, causing the same brand to repeat or
purchase the same brand, regardless of situational influences and marketing efforts. Kotler (2012)
showing loyalty behavior can influences business growth, and the company gets to profit from
premium prices, references, increases purchases and higher balances, reduces operating costs and
customer acquisition costs. Anderson & Srinivasan (2003) Loyalty in online behavior is an attitude that
benefits customers and their commitment to online companies that result in repurchase behavior. Loyal
customers are committed and bound to retailers and are not easily bothered by more attractive
alternatives (Putra, Said, & Hasan, 2017). Mang’unyi & Khabala (2017) Postulate that e-CRM
infrastructure provides valuable customer support to remain loyal. The information stored in the e-
CRM database helps organizations see actual costs to attract and retain customers. Companies can also
access new international customers and seize valuable data that is important for the competitiveness
and market share of the company. Harrigan et al. (2015) Explaining the relationship between e-CRM
and customer loyalty means that more satisfied customers buy back and spread positive things about
positive service. Thus, loyalty will continue to play an essential role in the competitiveness and
profitability of the organization. Apart from that, some researchers, i.e., (Hayes, 2008; Khan & Fasih,
2014) suggested that e-CRM impacts loyalty.
Alhaiou (2011) explains the relationship between e-CRM features and e-loyalty to online buyers at
various stages of the transaction cycle argues that e-CRM in building customer relations affects the
satisfaction and loyalty of online consumers. Research similar to that, Abdulfattah (2012) investigate
the effects of various e-CRM features at different stages of the transaction cycle on customer
satisfaction on the bank's website. The researcher also determined that e-CRM affects customer
relations and increases online customer satisfaction and service quality. Rabbai (2013) confirms the
effect of e-CRM on customer loyalty. Meanwhile, Alim dan Ozuem (2014) concluded that e-CRM
effectively strengthened relationships with customers and promoted the development of attractive
virtual communities, which further increased satisfaction. As stated by Abdulfattah (2012);
Rahimiparvar (2014) regarding the use of e-CRM in building customer relationships, other studies
establish that it affects online customer satisfaction. Service quality and retention (Tian & Wang, 2017)
promote attractive virtual communities that further enhance satisfaction. According to Parasuraman
et al. (Jasfar, 2005), reliability is the ability to provide the promised service appropriately and the
company's ability to be trusted, primarily providing services on time in the same way according to the
promised schedule. Without making mistakes. Reliability is the timeliness of service. Things to note
here relate to waiting times and processing times. Service accuracy is related to service reliability and is
free from errors (Kassianos et al., 2016). Responsiveness is the willingness or desire of employees to help
and provide services needed by consumers (Rahaman et al., 2020). Letting consumers wait, especially
for no apparent reason, will create a negative impression that should not happen. Unless this error is
addressed quickly, it can be a memorable and enjoyable experience. For example, due to service delays,
customers are given food or soft drinks while waiting. Service Quality that certainty includes
knowledge, ability, friendly, polite, and trustworthy service personnel to eliminate the nature of
customer doubts and be free from risk. (4) Empathy Putra et al. (2019) state that empathy includes the
attitude of company and company officers to understand consumer needs and difficulties, good
communication, personal attention, ease of communication. (4) Tangibles. According to Parasuraman,
tangibles are the availability of physical facilities, equipment, and service facilities that can and must be
in the service process. The service facilities referred to here are all types of equipment, work equipment,
and other facilities that function as the main/auxiliary tool in carrying out work and socially function
in the interest of people in contact with the company.
Reliability
Responsiveness
Customer
Empathy
Satisfaction
Assurance
Tangibles
Figure 1: Research Model
3. Research Method and Materials
3.1. Samples Criteria
The research design used in this study is research explanatory that aims to determine the effect of
service quality from reliability, responsiveness, assurance, concern, and physical appearance on
customer satisfaction at PT. Pegadaian Watansoppeng Branch. This study explains the causal
relationship between variables through hypothesis testing. This study uses a survey method whose
investigation is carried out to obtain facts from existing symptoms and seek factual information. This
study used a purposive sampling technique. Namely, the sample was selected based on predetermined
characteristics: (1) Already registered as PT. Pegadaian customers Watansoppeng Branch from January
to September 2011. (2) Watansoppeng Branch PT. Pegadaian customers who make transactions more
than twice a month from January to September 2011. (3) Descriptive statistical analysis of indicators
aims to explain the trend of the data score of each indicator (central tendency value). The data trend
can be indicated using the model's value (the score with the highest frequency). The results of the
analysis were carried out with the help of the SPSS version 18.00 program.
3.2. Measurement
Methods of data collection by using a questionnaire. Measurement of the scale, we use a Likert scale
(1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree). The measurement of
variables is illustrated in table 1. From the determination of the sample, the method is used, non-
probability sampling, namely the resolution of the sample using a random approach. To prove the
hypothesis that has been put forward, the author uses the analysis method of principal return, which is
an analysis to find out how far sales must be made to achieve the desired profit target with the following
formula:
Y = α0+ β1 X1 + β2 X2+ β3 X3 + β4 X4 + β5 X5 + e
Info:
Y = Customer satisfaction
X 1 = Reliability
X 2 = Responsiveness
X 3 = Empathy
X 4 = Assurance
X 5 = Tangible
α 0 = Coefficient Constant
β = Partial regression coefficient,
e = error
Descriptive analysis is tangible, reliable, responsive, assured, and empathetic in distribution tables,
frequencies, graphs, etc. To determine the functional relationship, correlation analysis and multiple
linear regression measure the effect of independent variables on the dependent variable using regression
analysis. The equations from this multiple linear regression analysis are with the help of a computer
using the SPSS. The stages in the research, e.g., F-test, then to test the significance of the regression
coefficient simultaneously, in calculating the f test, this is done through the help of a computer, use the
SPSS For Windows program. To test the effect of each independent variable partially or to determine
which variables influence purchasing decisions more, the t-test is used—coefficient of Determination
(R2) test. In calculating the t-test and Coefficient of Determination (R2) test, this is also done through
the help of a computer, use SPSS For Windows program.
4. Results and Discussion
4.1. Descriptive Analysis
In this study, the objective is to be achieved by PT. Pegadaian is to see how far the quality of services
is provided to customers. Questionnaires were distributed to respondents who were directly involved
in filling out the questionnaire. In the implementation of this research, 100 respondents were assigned,
of which out of 100 questionnaires distributed to respondents, all questionnaires had been returned,
and all of them could be processed further. Based on table 2, the causal variables, namely Reliability,
Responsiveness, Empathy, Assurance, Tangible, are categorized as "Excellent” as perceived by PT.
Pegadaian customers. Customer satisfaction is also in the “Excellent” category.
Table 1: Tendency Value of Research Variable Indicator Score

Gender Indicator Mode Category
X1.1
X1.2
Reliability 4 Excellent
X1.3
X1.4
X2.1
X2.2
Responsiveness 4 Excellent
X2.3
X2.4
X3.1
X3.2
Empathy 4 Excellent
X3.3
X3.4
X4.1
X4.2
Assurance 4 Excellent
X4.3
X4.4
X5.1
X5.2
Tangible 4 Excellent
X5.3
X5.4
The test uses a two-sided test with a significance level of 0.05. The test criteria for the test criteria
are if r count r-estimated, then the instrument or statement items have a significant correlation with the
total score (declared valid). The amount of data (n) = 93, then obtained r-estimated of 0.201. The
instrument is said to be reliable if the indicators obtain consistent results. A questionnaire is dependable
if someone's answer to the statement is consistent or stable. To test the reliability of the measurement
instrument, Cronbach's Alpha procedure was used. According to (Ghozali, 2005) a device is considered
reliable enough if the Alpha value is greater than or equal to 0.60. The Validity and Reliability testing
results concluded that all questions were valid for each research variable and reliable for all variables.
Then all the resulting score data can be used for the regression analysis process and further statistical
tests. Based on the calculation results as shown in Table 2, the following regression equation is obtained.
Table 2: The Results of Validity Test of Tangible Variable (X 1 )

Variable / Item r-calculated r-estimated Result
0.669
0.879
0.60 Valid
Reliability 0.778
0.652
0.884
0.667
0.659
Responsiveness 0.789 0.60 Valid
0.787
0.850
0.567
0.802
Empathy 0.792 0.60 Valid
0.666
0.826
0.765
0.664
Assurance 0.872 0.60 Valid
0.698
0.751
0.801
0.660
Tangible 0.892 0.60 Valid
0.769
0.814
0.788
0.765
Customer Satisfaction 0.874 0.60 Valid
0.771
0.625
Table 2: Reliability test

Variable Cronbach's Alpha r-estimated Result
X1 0,857 0.60 Reliable
Y 0,788 0.60 Reliable
From the calculation results, it is known that: F-calculated = 323.433 > F-estimated = 2,467 or a
significant level of 0.000 which is smaller than the level of = 5% meaning that from physical evidence
reliability, responsiveness, Empathy, Assurance, and Tangible jointly have a significan t-statistic on the
dependent variable, namely customer satisfaction at PT. Pegadaian Watansoppeng Branch.
Table 3. Results of the Regression Equation

Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta
1 (Constant) .924 1.358 .011 .444 .498
Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta
Reliability .021 .046 .378 3.125 .658
Responsiveness .385 .123 -.024 -.963 .002
Emphaty -.042 .043 .598 4.946 .338
Assurance .614 .124 -.032 -1.184 .000
Tangible -.055 .047 .011 .444 .239
a. Dependent Variable: Customer satisfaction
Based on calculations with the help of the program, the multiple linear regression equation is
obtained as follows:
Y = 0,924 + 0,021X 1 + 0,385X 2 + -0,042X 3 + 0,614X 4 + -0,055X 5
Where each of these regressions has the following meaning:

1. βo = 0.924 Meaning X1 ; X2; X3; X4; X5= 0 then the customer satisfaction of PT. Pegadaian
Watansoppeng Branch has increased by 0.924.
2. β 1 = 0,021X1, that variable Physical Evidence positively affects customer satisfaction at the
Watansoppeng PT. Pegadaian Branch.
3. β 2 = 0.385X2, which means that the variable concern positively influences customer satisfaction
at PT. Pegadaian Watansoppeng Branch.
4. β 3 = -0.042 X3, Meaning Variable Response has a negative impact on customer satisfaction
Watansoppeng PT. Pegadaian Branch.
5. B4 = 0.614 X4, This means that the variable Reliability (X4) positively influences customer
satisfaction at PT. Pegadaian Watansoppeng Branch.
6. B5 = -0,055 X5, This means that the guarantee (X5) has a negative effect on customer satisfaction
at PT. Pegadaian Watansoppeng Branch.
Table 4: Simultaneous Test Results (F-test)

Model Sum of Squares Df Mean Square F Sig.
Regression 1685.054 5 337.011 323.433 .000a
1 Residual 97.946 94 1.042
Total 1783.000 99
a. Predictors: (Constant), Reliability, Responsiveness, Empathy, Assurance, Tangible
b. Dependent Variable: Customer satisfaction
4.2. Discussion
Based on the results of the F-test in multiple linear regression analysis in this study, it is known that
the significant level of 0.000a is smaller than the level of = 5%, meaning that all independent variables
include tangible, empathy, responsiveness, reliability, and assurance together have a significant effect
on the variable customer satisfaction. Thus, the first hypothesis of this study assumes that the factors
which include tangible, empathy, responsiveness, reliability, and assurance together have a significant
influence on variables. Customer satisfaction is proven true. The magnitude of the influence of all
factors, which include tangible, empathy, responsiveness, reliability, and assurance, on customer
satisfaction, is 0.945 or 94.5%. Thus, it can also be concluded that changes in customer satisfaction at
PT. Pegadaian Watansoppeng Branch are influenced by other factors as independent variables in this
study of 0.055 or 5.5%. The relatively strong influence of tangible, empathy, responsiveness, reliability,
and assurance together have a significant effect on consumer satisfaction. Indicating that the
assumption of neglect of factors outside of service quality, such as complaints, is expected in the
following research that examines the effect of service quality on customer satisfaction, it is also necessary
to include the complaint variable. Based on the results of multiple linear regression for the t-test, it is
known that the significant level for each variable is tangible (β = 0.658), empathy (β = 0.002),
responsiveness (β = 0.338), reliability (β = 0.000), and assurance (β = 1.239). From these results, two
(2) variables can prove the second hypothesis, which suspects that the dimensions of service quality
tangible, empathy, responsiveness, reliability, and assurance have a dominant effect on customer
satisfaction at PT. Pegadaian Watansoppeng Branch, namely the empathy variable and the reliability
variable. In comparison, the other three (3) variables, namely tangible, responsiveness, and assurance,
were not accepted or not proven true. The magnitude of the influence of each of these factors
influences customer satisfaction at the Watansoppeng Branch PT. Pegadaian respectively: (1) the
tangible factor has an insignificant positive effect of = 0.021 or 2.1%, meaning that customers will be
more consider again in using the services of the Watansoppeng Branch PT. Pegadaian and customers
can also suggest to others in terms of tangibles owned by the Watansoppeng branch PT. Pegadaian. (2)
the empathy factor (X2) has a significant positive effect of = 0.385 or 38.5%, meaning that customers
will suggest to others to use the services of PT. Pegadaian Watansoppeng Branch in terms of empathy
owned by PT. Pegadaian Watansoppeng Branch. (3) the responsiveness factor (X3) has an insignificant
negative effect of = (-0.042) or (-4.2%), meaning that customers will consider more in using the services
of PT. Pegadaian Watansoppeng Branch, which includes speed of service, readiness to respond to
customer requests, willingness to assist/receive complaints, and the delivery of information on service
procedures are still considered inadequate by the customer; this allows the customer to advise others
regarding the tangible shortcomings of PT. Pegadaian Watansoppeng Branch. (4) the reliability factor
(X4) has a significant positive effect of = 0.614 or 61.4%, meaning that the customer will suggest to
others using the Watansoppeng Branch PT services. Pegadaian in terms of empathy that can provide
timely service (not delayed), suitability of service with promised, the accuracy of work results (accurate
& not wrong), ability to solve customer problems, and neat management of customer documents
owned by PT. Pegadaian Watansoppeng Branch. The assurance factor has an insignificant negative
effect of = (0.055) or (5.5%), meaning that customers will consider more using the services of PT.
Pegadaian Watansoppeng Branch which includes a feeling of security to conduct transactions, able to
grow customer confidence, employees behave consistently good, and the mastery of employee
knowledge which is considered to need still to be improved by the customer, this allows the customer
to advise others regarding the lack of assurance owned by PT. Pegadaian Watansoppeng Branch. Based
on the magnitude of the influence of each of these factors on customer satisfaction, it can be concluded
that the reliability factor has the most dominant influence on customer satisfaction at PT. Pegadaian
Watansoppeng Branch.
5. Conclusion
The analysis results show simultaneously that the influence of tangible, empathy, responsiveness,
reliability, and assurance factors together has a significant effect on customer satisfaction (Y). The
independent variable is Access to Economic Ease which has the most dominant influence on the
dependent variable of the community's economy—simultaneously indicated by the R Square value of
0.945 or 94.5%. This means that about 94.5% of customer satisfaction variables are influenced by
independent variables, while the remaining 5.5% is caused by other factors not explained in the model.
Based on the results of multiple linear regression for the t-test, it is known that the significant level for
each variable is tangible (β = 0.658), empathy (β = 0.002), responsiveness (β = 0.338), reliability (β =
0.000), and assurance (β = 1.239). From these results, two (2) variables can prove the second hypothesis,
which suspects that the dimensions of service quality tangible, empathy, responsiveness, reliability, and
assurance have a dominant influence on customer satisfaction at PT. Pegadaian Watansoppeng
Branch, namely the empathy variable and the reliability variable. In comparison, the other three (3)
variables, namely tangible, responsiveness, and assurance, were not accepted or not proven true. Based
on the conclusions above, suggestions are made for (1) Leaders of PT. Pegadaian Watansoppeng
Branch; and (2) other researchers who intend to research similar topics. For Watansoppeng Branch PT.
Pegadaian Leaders: The quality of services provided by the Watansoppeng Branch PT. Pegadaian,
which includes tangible, empathy, responsiveness, reliability, and assurance, turns out to have
effectiveness that has not been maximized in generating customer satisfaction, especially in several
aspects that is: The tangible aspect seen from its influence on customer satisfaction is still not able to
provide maximum value, so it must be a priority concern to be further improved, for example, by
providing facilities such as offices that are strategically located that do not make it difficult for
customers and a large parking area so that later it can be used as a reference for new branches and
planned PT. Pegadaian branches. The responsiveness aspect, seen from its influence on customer
satisfaction, is still unable to provide maximum value, so it must be a priority to be further improved.
Must focus more on the speed of service, readiness to respond to customer requests, willingness to
assist/receive customer complaints, and delivery of information regarding service procedures. The
assurance aspect is seen from its influence on customer satisfaction which has no significant adverse
effect. It can be caused by a feeling of security to conduct transactions, mastery of employee knowledge,
consistently good behavior by employees, and fostering customer confidence, which customers still feel
to be lacking and should be further improved again by PT. Pegadaian Watansoppeng Branch, to create
satisfaction for customers of PT. Pegadaian Watansoppeng Branch. The aspects that have a positive
and significant impact on customer satisfaction should be maintained, and creativity and innovation
are needed to improve these aspects continuously. For other researchers: Researchers can include
factors outside of service quality, such as complaints factors, later it is hoped that in future studies that
examine the effect of service quality on customer satisfaction, they can provide additional variables that
can measure customer satisfaction. Researchers can use other research objects in this case apart from
PT. Pegadaian Watansoppeng Branch provides information that can later be used to compare how
much service provider facilities play an essential role in meeting customer satisfaction.
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Bungatang & Reynel, Golden Ratio of Marketing and Applied Psychology of Business, Vol.1, Issue.

Website: https://goldenratio.id/index.php/grmapb ISSN [Online]: 2776-6349

MARKETING | RESEARCH ARTICLE

The Effect of Service Quality Elements on

Keywords: Tangible, Empathy, Responsiveness, Reliability, Assurance, Customer Satisfaction.

Website: https://goldenratio.id/index.php/grmapb ISSN [Online]: 2776-6349

Website: https://goldenratio.id/index.php/grmapb ISSN [Online]: 2776-6349

SERVQUAL score = Perception score – Hope Score

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Figure 1: Research Model

3. Research Method and Materials

3.1. Samples Criteria

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4. Results and Discussion

4.1. Descriptive Analysis

Table 1: Tendency Value of Research Variable Indicator Score

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Table 2: The Results of Validity Test of Tangible Variable (X 1 )

Table 2: Reliability test

Table 3. Results of the Regression Equation

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Y = 0,924 + 0,021X 1 + 0,385X 2 + -0,042X 3 + 0,614X 4 + -0,055X 5

Where each of these regressions has the following meaning:

Table 4: Simultaneous Test Results (F-test)

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